remember how barack obama was hurt by the statement about clinging to guns and religion, same dynamic. what does he believe behind closed doors about you? and that's the other piece of that that's effective. you can identify with those people on the screen. and you can say even if you do pay federal income taxes, that was really an attack about people like me. i think that's the most effective ad the obama campaign has run. >> do you think voters expect honesty from the candidates? >> we know that voters tell us that they don't like attack in politics. and they don't like deception in politics. we know that attack can move voters. and we know that deception can move voters who aren't informed and and anchored in the facts. but we also know that voters value honesty and we know it through indirect evidence. we know that when the republicans successfully lodge the charge in 2000 that al gore wasn't trustworthy, and they did it in part with an ad that played on his statement about playing a role in the creation of the internet, that it hurt perceptions of his trustworthiness and honesty